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Abstract

Online reviews play a strategic role in the decision-making of individuals and accordingly, the sales and reputation management of businesses. Despite the significant role of reviews, the subject of motivations for posting reviews has been relatively less investigated. This is specifically important since when the online review is negative, it can immediately and negatively affect a company financially by deteriorating its image. Therefore, further investigation regarding negative online reviewing motivation with the accompany of theory building and empirical study is needed. To address this gap, this study adopted the two motivational theories of self-determination and expectancy to investigate the relationship of motivation quality and motivation force with the intention to write negative reviews. In order to empirically test the proposed model, a pilot study was first conducted to ensure the quality of the questionnaire. After the necessary refinement of the pilot questionnaire, the final questionnaire was developed, and a two-step PLS-SEM along with a CMB analysis was conducted on the collected data. The study responded to recent calls on developing a more comprehensive understanding of negative review writing motivations. The study offered a new perspective with regards to the quality of motivations for engaging in such actions by empirically indicating that individuals' behavioral intention to write a negative review is a result of intrinsic motivation and a variety of extrinsic motivations. Furthermore, this study allowed for the examination of the dynamic, inter-related impact of motivations on one another in addition to taking into consideration the aspects of each motivation that an individual considers to carry out an action. While providing important theoretical contributions in the context of negative review writing motivations, the findings of the study also offer valuable practical implications for practitioners of the hospitality industry.

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